Cathedral City is making strides by expanding its ‘Our Plant Based’ range with the launch of the new Plant Based Smokey Block SKU. This innovative product introduction comes nearly two years after Cathedral City redefined plant-based cheese alternatives with its initial ‘Our Plant Based’ offering. Remarkably, the brand has experienced a growth of 65% in the last year, culminating in a remarkable RSV of £9.1 million.
Smokey flavor reigns supreme in the plant-based market. By leveraging its expertise in both dairy and plant-based products, this addition underscores Cathedral City’s commitment to inclusivity. The company aims to cater to all consumers, whether they prefer dairy or follow a dairy-free diet. The launch builds on the success of its dairy counterpart, ‘Our Naturally Smoked Cheddar,’ which debuted in 2023.
Once again demonstrating its prowess in the plant-based sector, Cathedral City has meticulously crafted this product using water infused with natural woodchip smoke. This unique process results in a delectable and dairy-free smokey cheddar flavor. Exclusively launching in Tesco on 16 September 2024, the Plant Based Smokey Block will be the only cheese alternative in UK supermarkets that employs natural smoke methods, resulting in a distinctively creamy yet intensely smokey flavor.
In response to the growing consumer interest in smokey flavor within the plant-based segment, this new SKU is perfect for shoppers seeking a dairy-free alternative to smoked cheddar. It boasts a texture and quality akin to its dairy counterpart, enabling consumers to savor a cheese experience that closely resembles traditional varieties, regardless of the occasion.
Christopher Owens, head of marketing for plant-based at Saputo Dairy UK, commented on the launch: “Building on the success of Cathedral City Plant-Based, we are taking the range into new and exciting territories, offering consumers more of the flavours they love in dairy-free formats. For Cathedral City, it is an opportunity to further cement the mass appeal of our brand, providing on-trend flavours in both dairy and dairy-free options.”
He further stated, “Cathedral City is the only major brand to bring a plant-based smokey product to UK supermarkets made using naturally smoked water, rather than artificial flavourings, enabling us to stay true to what we stand for – great-tasting and high-quality products. Our Plant Based Smokey Block is great for melting, therefore topping off your favourite burger with a generous slice is the ideal way to give it a try.”
To support the launch of the Plant Based Smokey Block, Cathedral City will implement a mix of in-store and online promotional activities. This new addition joins the ‘Our Plant Based’ range, which currently includes Block, Grated, Sandwich Slice, and Spreadable formats.
Currently, plant-based cheese alternatives are valued at £42.2 million and are purchased by 8% of UK households. Saputo Dairy UK’s Cathedral City itself is valued at nearly £306 million in the Total Market, commanding a presence in 41% of all UK households.
